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Google Manufacturer Center can be most valuable for brands that: Have a lot of collateral surrounding their products such as positive third-party reviews. Convert customers mainly via brick and mortar, letting their online retailers pick up the online demand for their products. Have products that are usually part of a bigger basket. Items that are expensive to ship relative to product cost sometimes do better at ecommerce retailers since they can become part of a bigger basket. Are retailer agnostic – don’t care who sells so long as the sale happens.

If the competitor bidding on your brand name is of similar size to you or smaller, it’s potentially not worth getting involved in a war here – you’ll likely struggle with ever-rising CPC’s and CPA’s and not be able to make this run profitably.

if you’re the smaller brand you’re likely in really good stead to start bidding on the competition and pulling in some cheap traffic with little to no downside.

If you’re a bigger brand or are looking at going against a brand that’s more evenly matched with you in terms of size, it can be a very expensive game and will not always lead to profit. If you’re still opting to run with competitor bidding, make sure to keep on top of your cost per acquisition and profitability metrics within the business to make sure you’re not burning cash on competitor keywords in an unprofitable pursuit!

Paid search results gain 150% as many conversions from clicks as organic search results.

Google uses proximity to deliver local results and does not use zip codes. All searches are affected by the proximity factor, but businesses with more dense competition will be affected the most. Organic results are affected by proximity but much less than Google Maps rankings. Checking rankings by zip code center does not always provide a complete or meaningful picture to base optimization decisions on.

Google could care less about what zip code you are in when performing a search, it only cares about distances when it comes to local businesses.

In order to deal with this distance factor, rank trackers have adapted and are now scanning with many points instead of one. A grid is laid out according to distance and each point reflects a different result.This gives a much better picture of what the rankings look like around a business as it takes into account the granularity that the algorithm actually produces.

With greater competition coming from marketplaces like Amazon, Google is adding more product discovery features to its search results pages.Here is everything you need to know about Google’s Popular Products section.

For now, this feature is only available for apparel and fashion products.

The Popular Products feature relies on tools you may already be using for your Shopping campaigns and rich results: product feeds and product schema.